Mars Launches a Candy-Themed Pop-Up Salon in Times Square

Mars Wrigley Confectionery created a playful retail experience in New York by launching a candy-inspired pop-up salon designed to celebrate sharing treats with friends.

The temporary store transformed a retail space in Times Square into an interactive environment where visitors could explore Mars’ iconic confectionery brands through themed beauty-style “treatments”.

Pop-up activations like this are increasingly used during seasonal gifting moments. Many brands now launch experiential Valentine’s Day pop-up shops to connect with customers during key retail occasions.

The Space

The pop-up took place in a retail space in the heart of Times Square — one of the busiest shopping and tourism destinations in New York.

The location’s vibrant atmosphere and distinctive design helped reinforce the playful theme of the activation. Bright colours and candy-inspired elements transformed the store into an immersive environment designed to attract passersby and encourage social sharing.

Over the course of the activation, more than 1,200 visitors came through the doors to explore the experience and participate in the themed salon services.

Brands planning similar activations often look for high-visibility retail locations. You can browse pop-up retail spaces in New York to find short-term spaces in neighbourhoods known for strong foot traffic.

The Strategy

Mars designed the pop-up salon as a creative way to highlight the connection between its well-known confectionery brands, including:

• M&M’s
• Skittles
• Snickers
• Twix
• Dove
• 3 Musketeers

Rather than presenting these products in a traditional retail environment, the company introduced them through playful experiences inspired by beauty and wellness treatments.

Visitors could choose from a menu of themed “services” such as mint-inspired treatments or candy-themed pampering experiences designed to surprise and entertain.

By turning familiar products into interactive experiences, Mars created a memorable brand moment that encouraged visitors to engage with the brand in a completely new way.

Experiential pop-ups like this are becoming a key marketing strategy for global brands. Our guide to pop-up shop marketing explains how brands use temporary retail to generate buzz and connect with customers offline.

The Result

The candy-themed salon attracted strong foot traffic and enthusiastic reactions from visitors.

Guests embraced the playful concept and shared their experiences online, helping amplify the activation beyond the physical store itself.

This type of immersive retail experience demonstrates how brands can use temporary stores to:

• generate buzz around key seasonal moments
• create shareable experiences for social media
• strengthen brand storytelling
• engage customers in a memorable environment

Experiential retail campaigns like this are increasingly common for gifting brands. Similar creative activations include Cadbury’s chocolate florist concept, where visitors collected edible bouquets made from Cadbury Roses chocolates in a London pop-up store. Read the full case study: Cadbury launches an edible flower pop-up store in Soho.

Pop-up activations allow companies to experiment with creative retail concepts without committing to long-term leases.

Launch Your Own Pop-Up Store

Pop-up stores provide brands with a flexible way to test new markets, create memorable retail experiences and connect directly with customers.

If you’re planning your own retail activation, you can browse thousands of short-term spaces on Storefront and find the perfect location for your next pop-up.